The University of Haifa’s tower and the Neve Nof tower on the boardwalk of Bat
Yam – the tallest residential building in Israel – were bathed in pink light on
Tuesday night to remind the public of breast cancer awareness month.
event was organized by the Estee Lauder Group and the Israel Cancer Association,
which for the last 13 years in October has selected a different famous building
This year, for the first time, two buildings were lit
The academic building is very high and visible throughout Haifa, and
the Bat Yam apartment building stands 170 meters and 42 stories-tall. The
previous lit-up buildings include Jerusalem’s David’s Citadel, the Bridge of
Strings and the Shrine of the Book at the Israel Museum. The list also includes
old Jaffa’s walls, Tel Aviv’s Shalom Tower and trio of Azrieli
The Estee Lauder Group has also lit up in pink several famous
buildings in capitals throughout the world, such as the Empire State Building
and Rockefeller Center in New York, the Sydney Opera in Australia and the Mumbai
Bridge in India. It has been part of the international information effort for 20
This year, 70 countries were involved. So far, the group of
companies has distributed over 110 million pink ribbons – the symbol of the
fight against breast cancer – as well as millions of information
It has also raised millions of dollars for research to find a
Oren Revah, CEO of Estee Lauder in Israel, said that the aim of
lighting up buildings in pink is to remind as many women as possible to go for
regular examination – clinical breast exam and/or mammogram – as “the earlier
breast cancer is diagnosed, the better.”
ICA director-general Miri Ziv
said that the Estee Lauder Group deserves credit for joining the cancer
association in its fight against malignant diseases.
This year’s slogan
is “The courage to believe in a world where cancer no longer exists; we promise
to remain here until it becomes reality!” Two years ago, the pink-light project
was registered in the Guinness Book of World Records under the record for the
largest number of sites illuminated for charitable purposes.
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